Fendi presents its new furniture collection

Fendi presented today the new collection of the Casa line, originally launched in 1987, and creatively directed until today by Silvia Venturini Fendi. It will be the first collection to be presented in the official headquarters of the brand, at the Palazzo della Civiltà Italiana in Rome, and on the occasion of the next Salone del Mobile 2022 in Milan a complete collection will be presented. The presentation that begins today in Rome and that will last until October 12 wants to mark a turning point for Fendi Casa that following an ever greater centralization push has abandoned the licensing system and will begin to produce semi-internally through a joint venture between the brand and Design Holding, a company that includes among its brands also the Italian Flos, named FF Design.

The idea behind the decision to abandon the licenses lies in the desire, on the part of the brand and LVMH, to verticalize the management of the Casa line, making it more directly dependent on the parent company, with the opening of dedicated stores such as the one that should open in Milan next year followed by other key locations in Shanghai and Miami. The expansion will also take place through online now that Design Holding has acquired the important American e-commerce YDesign, dedicated to luxury furniture. An advantage of eliminating licenses is also the acceleration of the production chain («We are bringing fashion’s timing to that of furniture», said Fendi's CEO Serge Brunschwig) and collaborations with external designers that could follow the lines of collaboration such as that of Loewe and Shizu Design, or the collaborative sofa produced by the Rolling Stone brand, RS No.9 Carnaby, and the Japanese designer Takahiro Miyashita, but also the recent collaboration between Virgil Abloh and Braun.